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The Target Market The target market for this ad is females, , who enjoy sports and have an active life style.

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The Support The support claims highlighted in this advertisement is that MicroThins are: 30% thinner 40% lighter 4 times more scratch resistant 10 times more impact resistant 99.9% UV protection anti-reflective.

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O Depict or condone dangerous, illegal, aggressive, or reckless driving. O Draw attention to the acceleration or speed capabilities of a vehicle. O Depict speed, racing, or other forms of competitive driving in any way associated with normal on-road use of vehicles. (Such scenes should be clearly identifiable as part of an organized motor sport.) O Show unsafe images of off-road driving. O Use fantasy, humor, or self-evident exaggeration to bypass the code’s provisions. O Use disclaimers to justify including material that doesn’t comply with the code. Source: Maria Nguyen, “Best Media for Car Marketers,” B&T Weekly, Vol. 54, No (October 15, 2004), p. 21. Advertisements should not: An example of Constraints: Australian Motor Vehicle Ad Code

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Del Monte Advertisement

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Creative Strategy - Del Monte O The Objective – Increase awareness of the smaller-size cans with pull-top lid. O Target Audience – senior citizens, especially those that live alone and suffer from arthritis and people wanting convenience. O Message Theme – The new cans not only contains a smaller portion but are easier to open/more convenient. O Support –illustration of how the lid comes off. O Constraints – copyright logo, legal requirements of a coupon and what is meant by a small serve.